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Nike “What Will They Say About You” 2017

Nike “What Will They Say About You” (2017) is a Nike commercial directed by Fleur Fontuné for Wieden+Kennedy, produced by DIVISION. It won one award: Epica 2017 Bronze Fashion, Footwear & Personal Accessories.

This ad challenges societal expectations for women in the Middle East, showcasing their strength and determination in various sports and activities, encouraging them to pursue their passions.

Video: NikeWomen on YouTube

Shot by shot

  1. A young woman in a hijab and green athletic top peeks out from behind a gate, then walks away down a street.© Nike0:00
  2. A young woman in a hijab and abaya skateboards down a street in a residential area, with buildings lining both sides.© Nike0:09
  3. A female boxer with dark hair and a white tank top trains outdoors, throwing a punch towards the camera during golden hour.© Nike0:15
  4. A female boxer in a white tank top and black sports bra trains in a boxing ring, with a blurred background of a young boy watching.© Nike0:19
  5. A female boxer in a red top and black gloves trains intensely, looking directly at the camera in a boxing ring.© Nike0:29
  6. A female soccer player in an orange jersey dribbles a neon green ball down a stadium field at night, with other players running around her.© Nike0:31
  7. A female athlete in a white and grey Nike shirt with Japanese text jumps and kicks her leg up, seen from a low angle.© Nike0:36
  8. A woman and a child are doing bear crawls on a patterned rug in a sunlit room, with a smartphone lying on the floor between them.© Nike0:39
  9. A female figure skater, silhouetted against bright lights, glides across an ice rink in a dark arena.© Nike0:43
  10. A female figure skater, silhouetted against bright lights, spins gracefully on an ice rink in a dark arena.© Nike0:48
  11. A woman with dark hair and a child are doing push-ups on the floor, then the woman collapses onto her back, looking exhausted in a living room.© Nike0:51
  12. A female fencer in white uniform and hijab stands triumphantly on a rocky hill, holding her helmet, against a dramatic sky.© Nike0:57

Stills © Nike. Made by Wieden+Kennedy, DIVISION and Fleur Fontuné.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Empowering Middle Eastern women to defy expectations and achieve greatness through sport.

Tagline: “BELIEVE IN MORE”

defying expectationsfemale empowermentmontage of diverse activitiesvoiceover narrationslow-motion action shotsovercoming adversity

The cut

Length
70 s
Shots
51
Average shot
1.4 s

What creatives use Nike “What Will They Say About You” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “What Will They Say About You”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young woman in a hijab and green athletic top peeks out from behind a gate, then walks away down a street.© NikeA young woman in a hijab and abaya skateboards down a street in a residential area, with buildings lining both sides.© NikeA female boxer with dark hair and a white tank top trains outdoors, throwing a punch towards the camera during golden hour.© NikeA female boxer in a white tank top and black sports bra trains in a boxing ring, with a blurred background of a young boy watching.© Nike
    Frames from Nike “What Will They Say About You”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Nike “What Will They Say About You” in order, with its length, framing and what happens in it.

    A young woman in a hijab and green athletic top peeks out from behind a gate, then walks away down a street.© NikeA young woman in a hijab and abaya skateboards down a street in a residential area, with buildings lining both sides.© NikeA female boxer with dark hair and a white tank top trains outdoors, throwing a punch towards the camera during golden hour.© NikeA female boxer in a white tank top and black sports bra trains in a boxing ring, with a blurred background of a young boy watching.© NikeA female boxer in a red top and black gloves trains intensely, looking directly at the camera in a boxing ring.© NikeA female soccer player in an orange jersey dribbles a neon green ball down a stadium field at night, with other players running around her.© Nike
    Length: 70 s · Shots: 51 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a defying expectations

    Before you present an idea, you need to know who has done it, and how.

    Nike “What Will They Say About You” is built on a defying expectations. Search the library by idea to see every spot that uses it.

    Nike “Dream Crazy”© NikeBoots “Stay perfect”© BootsLidl “Level The Playing Field”© LidlPenningtons “Plus Size Yogi”© Penningtons
    Nike · Boots · Lidl · Penningtons

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Kenzo "Kenzo World" (2016) commercial still© KenzoKenzo “Kenzo World” 2016Dir. Spike JonzeEpica Grand Prix 2016
  • River Island "Lou Dalton" (2016) commercial still© River IslandRiver Island “Lou Dalton” 2016Dir. Fred RowsonCiclope Grand Prix 2016
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013

Questions

Who directed the Nike “What Will They Say About You” commercial?

Fleur Fontuné directed it, produced by DIVISION, for the agency Wieden+Kennedy.

Which agency made Nike “What Will They Say About You”?

Wieden+Kennedy created it for Nike (2017).

What awards did Nike “What Will They Say About You” win?

1 awards, including Epica 2017 Bronze Fashion, Footwear & Personal Accessories.

What is the tagline of Nike “What Will They Say About You”?

“BELIEVE IN MORE”

Sources for the credits and awards

winners.epica-awards.com